Strategie di branding del cultural heritage nella prospettiva esperienziale

This paper tries to identify suitable strategies to enhance local cultural heritage – both museums and other cultural sites -, focusing on new product and communication concepts in the perspective of experiential marketing. Particularly we will keep attention to the thematic organization of cultural offer, analysing differences between museums and theme parks.

After drawing guidelines to identify cultural themes which do not simplify the systemic complexity of cultural heritage value, we would like to show their role in the naming process and in the definition of product strategies in order to respond to the needs of experience-based tourism.

We will suggest that the paradigm based on the connection between assets, cultural product and communication could achieve different competitive advantages, like recognition, comprehension and experience of a place and its culture, also meeting the need of authenticity expressed by new publics.

Finally, we will analyse the role of museum-square like experience provider.

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